Dear Readers,

Greetings from Apex Cluster Development Services team! This Diwali all of you must have done a good amount of business, and now would be preparing for New Year festive season!

At cluster level, we organised 4 events for the benefit of the firms and BDS providers, wiz: General Consultation and advisory session on Latest Food Labelling requirements, Cluster Co-ordination Committee Meeting, Technology Summit and Training programme on GMP GHP for micro & small scale industries. We also supported Annual National Seminar on Sustainable Technologies for Cold Storages, Refrigeration which was organised by ISHRAE, ASHRAE and ACR Project Consultants. There would be many more such need based events in months to come

A major development which took place in November 2009, was signing of Memorandum of Association with M/S MAARC Labs Pvt. Ltd; to start services of Mobile Testing Laboratory. We will be making available a van which will house the laboratory equipments. The main objective of this initiative is to for carry out preliminary tests for judging quality of food products. The other objectives of this project are: [1] to collect samples from Food Processing industries which are located in remote places and are not able to bring their product for quality testing, and carry out the quality tests Laboratory of MAARC Labs situated in Pune; and [2] to carry out short training programmes for staff of food processing industries in remote areas regarding testing in their in-house labs. We appeal all the members of Pune Cluster and food processing industries at large to take advantage of these services. Please do contact us or M/S MAARC Labs for availing these services.

This year we will be giving more emphasis on the “Energy Efficiency Initiatives”. We have included an encouraging success story of M/S Gits Food Products Pvt. Ltd; on how they achieved overall 30% reduction in their energy consumption. We have already supported M/S P. K. M. Foods Pvt. Ltd; on pilot basis, for their energy audit. We request other cluster firms to come forward to join in energy conservation / efficiency drive. They can avail of the assistance from Cluster project in this initiative.

With this issue of news letter, we also wish you all a very happy and prosperous new year.

With Best Wishes,

Shubhada Shintre ,Cluster Development Manager

update on fruit and vegetable processing cluster, pune

• Shubhada Shintre

• Deepa Khutwad

• B.P.Singh

• Sahil Mehta

Issue: 4 Volume: 2

UPDATE ON FRUIT AND VEGETABLE PROCESSING CLUSTER, PUNE

Nov-Dec, 2009

IN THIS ISSUE

EDITORIAL TEAM

Important activities conducted during Nov – Dec 2009and Department of Food Science & Nutrition, (S. N. D. T.) 1. Report on Legal Mela - General Consultation & jointly celebrated “World Food Day 2009”. Theme for this year Advisory Session on Latest Food Label ing was “Achieving Food Security in times of Crisis”, particularly in Requirements: National Agriculture & Food Analysis & the field of fruits and vegetable processing. Various activities Research Institute (Nafari) and Apex Cluster Development like a live exhibition of fruit and vegetable processed products,

Services Private Limited conducted Legal Mela (A general Films, CDs, etc. on Fruit and vegetable processing,

one to one Consultation & Advisory Session on Latest Food Dissertation abstracts, Innovative products etc. were Labeling Requirements) under SIDBI Implemented Project organized.On “BDS Development In Pune Fruit & Vegetable Processing

Among all activity one major activity “Technology Summit” was Cluster” on 1st October 2009.

organized on 28th October 2009. This programme was Shri U. R. Gotkhindikar (Retd. Jt. Commissioner, FDA) & Shri. supported under project. The main objective of organizing this Vinay Oswal (Director – NAFARI) gave their advisory services summit was to transfer the new and innovative technologies to

industries. Dignitaries, renowned Food Technologists, to the participants on the labeling provisions. The objective Machinery manufacturers, guided the participants on latest behind this legal mela was to provide a platform where the technologies available for fruits and vegetables processing. participants can discuss issues regarding their respective

products, latest labeling rules, license related issues etc in an 4. Annual national Seminar on sustainable Technologies for Cold storages, Refrigeration : Project supported the day interactive one to one consulting session with which there long session on “Sustainable Technologies for Cold Storage, products can adhere to latest FSSA laws. Around 10 Refrigeration”. This was organized by M/S ACR Project companies representatives attended the interactive session.Consultants and the associations involved were ISHRAE &

2. Fourth CCC Meeting at NAFARI's office: Cluster Co- ASHRAE. The day long sessions gave information on : ordination Committee was organized on 14th Oct at Nafari to Efficient Management of Large Cold Ware houses, take review of the activities done so far and other major Enconditioning – Indoor Environment Conditioning Airocide – initiatives under the project. Draft report based on survey A NASA Technology, “Green” Concept in cold chain, Energy conducted by Electronica Finance for the micro and small Saving by use of PHEs, Innovative Cold Room Design, scale food processing industries regarding financial product Subsidies available for Cold Storages and Cold Chain Sector, was presented by Ms. Bhushana Karandikar. Shri Pritinder etc. Experts in the field of cold storages and refrigeration Sehgal of M/S City IT Solutions Pvt. Ltd, gave presentation on technologies guided the participants. About 150 participants the launch of new B2B portal www.punefoodhub.com. Dr. Mrs. attended the programme.Vasudha Keskar explained about “Mobile Laboratory Project”.

5. Training Program on GMP GHP for Micro & small Scale Possibility of support for preparing vision plan document of Industries: - Amro Institute in association with Apex Cluster NAFARI was discussed. Shri Atre of NABARD gave Development services organized one day training program on information on financial assistance schemes of NABARD, for GMP GHP for Micro and small firms on 30th Nov 09. Micro and food processing industries in rural area. Shri Venkataramanan Small firms which may not be able to obtain ISO or HACCP of MSME foundation attended the meeting. Total number of can go in for GMP & GHP, this was the core idea behind the attendees were 14.training program. Dr. S. M. Naikare (Chairman – AFST – Pune

3. Report on Technology Summit with AFSTI : Association Chapter) were the expert faculty for the training program. of Food Scientists and Technologists (India), (Pune Chapter)

• Impor tant activit ies conducted during Nov-Dec 2009

• Brands are People by : Ms. Shruti Singh / Dr. Anupama W a g h Koppar, JWT, N e w Delhi

• E n e r g y e f f i c i e n c y achieved by Gits Food Products Pvt. Ltd.

• Upcoming Events

• Business Opportunities

•

Snapshots of Events Conducted

• Appeal for Membership of B2B Portalwww.punefoodhub.com

One more Mile stone achieved by M/S Girme Wheat Grass

•

In our last column we introduced to you the basic branding process. In this issue now different from another brand

we will take a closer look at Brands beyond their functionality, and understand why - What this person believes in and how they mean what they mean to consumers.

- What are his / her valuesOften when we meet someone for the first time, we form an impression of what they

- How does it speak to people? (communication tonality, brand colors, logo must be like. We decide whether we like them, dislike them or are indifferent to them.

and identity.)The same applies to brands. Brands have distinctive personalities, basis which we

EG: Brand A offers natural wool clothing products which keep a person warm in regard them and likewise offer them a place in our life or keep them away.

winters. It is hand woven and specially made with the softest of wool.Consider this, Soaps are soaps, we use them to clean dirt, freshen up, get rid of

Brand B believes in supporting handicraft and nurturing the techniques that have germs etc. If we were to choose one to ‘Clean Dirt’ – there will be at least ten soaps in

been handed down generations of craftsmen. These craftsmen were self-the market that cost the same, yet we choose a specific one. This is called ‘Brand

dependent, with their own sheep, wool and looms. Preference’, which is driven by our perception of that particular brand of soap. We

Brand B highly values the culture, exclusivity and authenticity of handicraft, and a choose everyday - between one bottle of mineral water and another, between one communities endeavor to keep their art and original livelihood thriving. cola and another, between one shampoo and another.

Brand B offers natural wool clothing products which keep a person warm in winters. In today’s competitive market scenario, when there is hardly any difference between It is hand woven and specially made with the softest of wooldifferent product offerings, Brand Personality is increasingly important. It is what

sets a brand apart. Consumers tend to treat a brand like a brand treats its • How does it help the Brand?personality. No Personality = no loyalty; simply because they don’t know what to be A well defined Brand personality helps the Brand to build an intangible difference. loyal to. What brand personality did for Brand B, is to add more warmth and wholesomeness So how does one go about creating a brand’s personality? and gave it an edge over Brand A’s ‘product offer’ which may not be compelling to

consumers. • Who am I and what do I offer?

Adding a personality dimension to any Brand helps raise it above just the product The first step is to put down what we offer, and how does the consumer benefit from offer. This in turn lays a foundation for its future expansion, EG: Brand B can in future this. EG: Brand A offers natural wool clothing products which keep a person warm in grow into different categories – like traditional recipes of homemade pickles or wintersauthentic block print or even organic farming produce. • What different do I offer compared to competition? But most importantly what brand personality did for Brand B is to share its story with

This second step will essentially be the ‘positioning’ of the Brand the consumer who would identify with the brand and even maybe pay a premium for

EG: Brand A offers natural wool clothing products which keep a person warm in it - over Brand A. It built the differentiation and hence could help command a winters. It is hand woven and specially made with the softest of wool. premium

• Bringing Brand to life Coming up next ‘Managing Brands’.

The third step is to begin by describing the brand as a living breathing entity, which is

BRANDS ARE PEOPLE BY : MS. SHRUTI SINGH / DR ANUPAMA WAGH KOPPAR, JWT, NEW DELHI

M/S Gits Food Products Pvt. Ltd. are in to manufacturing of Ready to Eat and Ready demand and the same could be controlled automatically by switching off some of the

to Cook food products and are major exporters of food products. Founded as a small energy intensive machines for that period.

family enterprise in 1963 by partners H. Z. Gilani and A. K. Tejani, Gits is now at the 7)They rescheduled the production cycle to take advantage of the concessional forefront of the instant foods revolution in India. The company now manufactures a rates and it also reduced the fluctuations.whole range of Indian snacks developed and perfected by rigorous in-house R&D.

8)Replacement of electrically inefficient machinery, e.g. grinders, trey driers, etc.This has enabled Gits to roll full steam to a position of brand leadership. Gits has won

9)By doing prompt payments of the energy bills, they could some concessions in the awards consecutively over the years for its growing exports. Today their exports to electricity bills.USA, Canada, UK, Australia, Asia, the Middle East and Europe account for 45% of

total revenue. Over the years, the range of products increased to include Instant 10)Checking of cables and wires installations of whole plant and replacing old / less Mixes, Papads, Dairy Products, Namkeens and Ready-to-Eat meals. resistant installations, wherever required, they could save electrical losses.

Quality has been the watchword at Gits since inception. The company is certified for 11)They gave top priority to safety.ISO 9001-2000 and ISO 22000 (HACCP). 12)By implementing all such measures, they could reduce their overall electricity The management of Gits is very much keen on “Energy Saving and Energy demand from 350 KVA to 250 KVA, without reducing the production.Conservation Measures” and is one of the pioneering industries in food processing This energy audit and conservation work was carried out by Shri S. P. Ranade and sector to undergo energy audit and follow the same in principles and practice. his associates, for M/S Gits Food Products Pvt. Ltd. They also have future plans of Recently, they have received “Excellence in Energy Conservation and installation of non – conventional energy sources in their expansion plans.Management” award in individual category, instituted by Maharashtra Energy

Appeal to Fruits and vegetables processing industries in Pune ClusterDevelopment Agency (MEDA). The cost of energy is a significant controllable factor in food processing sector. The efforts done by Gits for overall energy conservation and savings are as follows:Typically, it depends on the processes and the product types, and accounts for 10% -

Gits could reduce 30% of it’s overall energy consumption. This could be 15% of the production cost. Significant savings can be achieved in the energy bills achieved by: by implementing simple energy conservation measures. Energy efficiency is widely 1)Installation of Automatic Power Correction Pane (also known as capacitor bank) regarded as the first step in making the transition to a low carbon economy.for maintaining Unity Power Factor. By maintenance of unity power factor, they were We have already conducted an energy audit at M/S P. K. M. Foods Pvt. Ltd. We entitled to 1% rebate on total energy bill. appeal to the fruits and vegetables processing industries in Pune Cluster to come 2)The entire lights were changed to Energy Efficient Lights. forward for such initiative. Such units can get some financial assistance under the

project.3)Wherever possible Natural light and ventilation was used in the factory, so the

energy demand during the day time is reduced. For details, you are requested to contact: Mrs. Shubhada Shintre, Cluster

Development Manager, M/S Apex Cluster Development Services Pvt. Ltd; Mobile: 4)Changing motors to Energy Efficient Motors.98810 98155, E – mail: shubhada.shintre@gmail.com, shubhada@punebds.com

5)Doing demand side management, they could save fixed charges.

6)By installation of computerised meters, they could estimate the maximum

Energy efficiency achieved by Gits Food Products Pvt. Ltd.

MAARC LABS PVT. LTD. &

APEX CLUSTER DEVELOPMENT SERVICES PRIVATE LIMITEDAnnounces

3 days Training Program on Process Water AnalysisUnder SIDBI Implemented Project on “BDS DEVELOPMENT in PUNE FRUIT & VEGETABLE PROCESSING CLUSTER” From

21st to 23rd December 2009

Upcoming Events

National Agriculture and Food Analysis and Research Institute (NAFARI)&

Apex Cluster Development Services Pvt. Ltd. in association with

Central Food Technological Research Institute (CFTRI), Mysoreis planning to organize Training Program on

“Modified Atmosphere Packaging for Fresh, Cut and Processed Vegetables and Dehydration of Fruits and Vegetables”In the month of Jan 2010 , at CFTRI, Mysore

Small Industries Development Bank of India (SIDBI) & Winrock International India (WII) is organizing

Awareness Program on MSME Energy Saving Projectwith support from

Japan International Cooperation Agency (JICA)On 21st Dec, 2009 at 5.30 pm at Hall No. 4&5, MCCIA Trade Tower,

International Convention Centre, Pune

For Registration contact : Mr. R. J. Patole, AGM, SIDBI. Phone : 020 25675113

Event organized by : Supported by :

Course Contents : Process Water Analysis Training Fee : Participation Fee: Rs. 5000.00 per Candidatea) Introduction to Indian Standard IS Subsidized Fee : Rs. 2500.00 per Candidate from Fruit &

4251.(Water for food Processing Industry) Vegetable Industries.b) Significance of Water Testing. Service Tax : 10.30% Extrac) Basic of equipments used in Water Analysisd) Practical Training for Analysis of pH, Training Fee includes Course Material, High Tea & Lunch. Please

Conductivity, Hardness, Chlorine Content, register by: 19th December, 2009. You may confirm your Turbidity, Nitrate, Sulfate, Phosphate. participation to:

e) Introduction to Microbiological Techniques.Medium : English

Ms. Pratiksha AnnigeriParticipants : Quality Control Personnel, Lab Technicians and MAARC LABS PVT. LTDAnalysts.Tel: 020- 24395052, 09850 360 417Faculty : Mrs. Soniya Nandre, Dr. (Mrs.) V. S. Keskar, E-mail: pratikshaa.maarclabs@gmail.comPh.D. (Analytical Chemistry), Dr. S. S.

Nimbalkar, Ph.D. (Microbiology) and Mr. Sandip JagtapSupporting Staff for hands on trainingApex Cluster Development ServicesProgram Details : Timing: 10.30 a.m. to 5.00 p.m.Tel: 020- 64006084Venue : MAARC LABS PVT. LTD. Plot No. 1 &2, Gat No. E-mail: sandipjagtap@gmail.com27, Nanded Phata, Sinhagad Road, Pine 411

041.

TRAINING DETAILS: participants themselves. Training Topics : Fruit Ripening Mechanisms and Control, Designing of cold rooms for MA / CA storage, Specific needs for Modified Atmosphere Duration : For 3 days Dates to be finalized in the Jan Packaging (MAP) and Storage, MAP / CAP Technologies and Process 2010control, Ethylene Absorption Devices, Equipments and packaging films for Payment terms : 100% advance (D.D. in favour of NAFARI / in MAP; Designing of MAP, Minimally processed fruits and vegetables, MAP cash) to be remitted packed cut fruits and vegetables, Drying Techniques, Dehydration of fruits at the time of registration.and vegetables, Packaging of dehydrated fruits and vegetables, Dehydration of vegetables, Group discussion and valedictory function Who should participate: Retailers of cut and Packaged Fruits and

Vegetables, Manufacturers of dehydrated fruit and vegetable products, Cold Training Fees : Participation fees for: Storage Chain.

Admissions on first come first serve basis. Limited seatsF & V processing Industry : Rs. 10,000 + Service Tax 10.30% (Subsidy of Rs. 4000/- in training Register your participation to:

fees given under Pune F&V processing cluster) Mr. Vinay Oswal/ Mrs. Anagha Dikshit

NAFARIOthers : Rs. 14,000 + Service Tax 10.30% Tel: 24440079 / 24441776Please note: E-mail:nafaripune@yahoo.co.in• Fees include lodging and boarding at CFTRI.• The above fees does not include to & fro travel to CFTRI and Mrs. Shubhada Shintrecandidates have to organize their own traveling Apex Cluster Development Services Tel: 64006084 / 9881098155 • Any incidental and personal expenses are to be borne by E-mail: shubhada@punebds.com

EMPANELMENT OF CONSULTANTS BEING DONE THROUGH THE PORTAL

Private Circulation OnlyFor Feedback/ Enquiries, Contact : Apex Cluster Development Services Pvt. Ltd.

19/B, 2nd Floor, Kapila Housing Society, Gokhale Nagar, Pune - 411016 Phone: (+91) (020) 64006084 (+91) (020) 25667187Mobile: 9881098155 E-mail: shubhada@punebds.com, anant@indianclusters.org, Website: www.punebds.com

Business Opportunities

M/s City IT Solution Pvt Ltd has come up with a new B2B portal : MSME’s” for these Web pages. These services are available for both Business www.punefoodhub.com for the Pune Fruit & vegetable processing cluster. The Development Services ( BDS) Providers and MSME’s engaged in the activities basic objective of the Pune Food hub is to increase and improve online related to Fruit and Vegetable Processing. These Web pages would be like a presence of businesses associated with Food Processing Industry based in digitalized spokesperson for your company and incease visibility in the Market.and around Pune. Under this initiative they offer to develop your exclusive WEB For More details contact contact : Mr. Preetinder Singh Sehgal, City IT Pages on www.punefoodhub.com. Some project support will be provided Solutions Pvt Ltd, Mob : 9422012304 / Mr. Sandip Jagtap, Apex Cluster under the project for “Development of Business Development Services for development Services Pvt Ltd, Mob: 9922913191.

“ACDS is inviting individuals/firms/agencies/NGOs/Trusts that have expertise and experience in different sectors/disciplines in its pool of BDS (Business Development Service) providers. These BDS providers could be contacted as and when any need arises for specific assignments and will be connected to the cluster firms on a priority basis with project support. Such consultants/contactors will be utilised in the ongoing project to participate in pilot initiatives, consultancy offers, awareness and training seminars, for conducting various analytical assignments/reports under the project, and for firms’ requirements for various services in the cluster. The details of the empanelled BDS will be available on the cluster portal www.punebds.com . Interested persons or parties can down load the application form the following link :

http://www.punebds.com/Application_for_ACDS_Panel_of_Consultants.aspx or http://www.punebds.com/Application_for_ACDS_Panel_of_Consultants.xls “

APPEAL FOR MEMBERSHIP OF B2B PORTAL : www.punefoodhub.com

REGULATORY / LEGAL EXPERTS PANEL AT NAFARI PREMISES

The following services are being provided by the panel on selected days at NAFARI, MCCIA Building, Tilak Road, Pune 411002

• PFA, FPO, AGMARK, Commodity Act etc • Promotional Schemes by Govt.

• Weights and Measures • Labour Laws

• Packaging / Labeling • Factory Act

• Excise, Sales tax, Income tax.

PLEASE CONTACT THE FOLLOWING PERSONS TO SOLICIT THE SERVICES

Mr. Vinay Oswal, Director, Nafari (mobile : 9881491440), Ms. Shubhada Shintre (mobile 9881098155)

For Commercial enquiries contact. Mrs. Shubhada Shintre / Mr. Sandip Jagtap, Apex Cluster Development Services Pvt Ltd, Tel : 020 25667187, 64006084, Mob: 98810 98155 / 9922913191, Email shubhada@punebds.com / sandip@punebds.com.

• A Pune based company wants supplier of dehydrated Curry leaves, dehydrated potato cubes, dehydrated green chilly (chopped in p i e c e s of size 1 to 2 cms), Dehydrated Onion flakes. Send your best quote and time of delivery.

• A Pune based company wish to appoint distributors for Dehydrated Jaggery powder.

SNAPSHOTS OF EVENTS CONDUCTED

One more Mile stone achieved by M/S Girme Wheat Grass

Shri U.r Gotkhindikar (Retd. Jt. Commissioner, FDA)Addresing Queries Of Participantes In Legal

Mela Held On 1st Oct 2009 At Nafari

Dr. V. Karnik giving keynote address in Technology Summit with AFSTI

on 28th oct, 2009

Fourth Cluster Co-ordination Committee Meeting held

On 14th Oct, 2009 At Nafari

M/S Girme Wheat Grass are into manufacturing, selling and exports of Wheat Grass powder. The Cluster Development Project had helped M/S Girme Wheat Grass in getting their product tested for quality, HACCP Certification and Organic certification, through voucher cost support. These certifications gave them the confidence to approach the buyers all over the world with confidence. In addition to increase in exports, HACCP and Organic certification systems have helped them in getting more organised in their operations, getting more yield and reducing wastages.After getting HACCP and Organic certification, M/S Girme Wheat Grass also got HALAL Certification which will help them in exporting to many Muslim countries.With all these certifications, they are now participating in world wide exhibitions such as BIOFACH in Mumbai and in Germany, MENOPE in Dubai, PANACIA, Mumbai. In all, this year, they will be investing about Rs. 5 – 6 lakhs, for domestic as well as export markets. They will be utilising print as well as web media for advertising their products. At present they have market presence in 24 countries and are expecting to reach to at least 100 countries by next year Dec 2010.